It was freezing and he looked to be wearing just a waterproof sports jacket.

We talked, he smoked and I explained about the hat and the company behind it.

As I was leaving, we shook hands and exchanged names:

I’m Andi.

God bless you, I’m Andy, too

And there, once again, was that punch to the chest I’d felt months ago when I heard about the guy I know.

I’m not sure if it’s the similarities between me and these two guys that’s hit me. Or the feeling that I’ve ignored a problem like this for so long.

But it’s woken me up to the issues and forced me to face this in real terms. Not just palming off my dislike of homelessness as a problem for government or the authorities, but as a problem for me. These are people looking for help, not litter to be stepped over.

OutsideIn has been a catalyst for my change in thinking about the homeless problem on our streets.

When Nothing Goes Right, Go Left

I’m not going to go into issues like brand purpose or mission statements right now in any detail.

But there is an amazing case study with this brand – one that might feature in The Strategy Sessions at some point in the future!

How they have authentically developed their mission and brand purpose.

How they use it to stand out with their product and promotion (going left!)

How that’s helped generate new places to sell their merch.

And how they’ve challenged their customers to do more.

The team at OutsideIn have managed, in just over a year, to create fans, no, ambassadors for the brand. And started to build a movement.

It’s a cool looking movement too (which is important to many of the buyers). But at its heart, it’s a brand trying to make a difference.